Affect &

1. CSR 631 09. 23. 2008 Affect & Consumer Behavior Joel B. Cohen and Charles S. Areni/ University of Florida / Presented by Seung Hyun, Lee

2. Before Presentation… I’d like to buy it! Feeling? Thinking? Joel B. Cohen and Charles S. Areni/ University of Florida / Presented by Seung Hyun, Lee

3. What is “Affect”? The term affect is … A valenced feeling state Emotion Mood What is a difference? “Emotions are more intense and stimulus specific than moods” Joel B. Cohen and Charles S. Areni/ University of Florida / Presented by Seung Hyun, Lee

4. Affect & Attitude Attitude is… Affect is… & An evaluation judgment Via bipolar evaluable scale such as “like-dislike” ,”good-bad” A valenced feeling state Generate affective traces Cognitive process Affect Form attitude Joel B. Cohen and Charles S. Areni/ University of Florida / Presented by Seung Hyun, Lee

5. Approaches to Affect Historical perspective Physiological approaches Unifying theoretical perspective Joel B. Cohen and Charles S. Areni/ University of Florida / Presented by Seung Hyun, Lee

6. Why Affect?? Affective responses to Product Purchase and Use Affective responses to Advertising Joel B. Cohen and Charles S. Areni/ University of Florida / Presented by Seung Hyun, Lee

7. Figure 6.1 Personal Factors Cognitive Structure / Processes Cognitive Structure -Belief Content -Belief Salience / Accessibility -Cognitive Organization Cognitive Processes -Encoding / Comprehension -Information Integration -Inference / Attribution Processes -Evaluation / Appraisal Mechanisms Motivational System -Personality / Values/Self-concept -Purchase Objectives -Formation / Change of Beliefs and Attitudes -Judgment / Evaluation -Information Retrieval -Decision-Making Affective responses to Product Purchase and Use Affect as a Valenced Feeling State Stimulus Factors Affective Traces Affective responses to Advertising Informational Variables -Source -Message Content/Quality -Message Context Motivational Variables -Involvement / Personal Relevance -Activation Potential Situational Variables -Social Influence -Time Pressures -Task Characteristics Behavior Prepurchase Activities Purchase Activities Postpurchase Activities AFFECT CONSEQUENCES ANTECEDENT VARIABLES

8. Affective responses to Product Purchase & Use “As soon as I saw that car I fell in love with it!!” Makes the evaluation process less deliberate and analytical Impulse buying External factors and a self-reported purchase intention Hirschman & Holbrook “Hedonic consumption” Joel B. Cohen and Charles S. Areni/ University of Florida / Presented by Seung Hyun, Lee

9. Emotional Products Joel B. Cohen and Charles S. Areni/ University of Florida / Presented by Seung Hyun, Lee

10. Environment Display Why do they use those sensory factors? SCENT MUSIC LIGHTING VISUAL IMAGE Joel B. Cohen and Charles S. Areni/ University of Florida / Presented by Seung Hyun, Lee

11. Affective responses to Advertising Emotion Thinking Thinking versusEmotional Ad Informational Ad versus Transformational Ad http://kr.youtube.com/watch?v=RSWQMj3ZUIg&feature=related http://kr.youtube.com/watch?v=uxwbpQz8oSs&feature=related Joel B. Cohen and Charles S. Areni/ University of Florida / Presented by Seung Hyun, Lee

12. Affective responses to Advertising Positivity Intensity Intensity versus Positivity Consistency versus Inconsistency of context Do many recalls of Ad mean increase of consumer purchasing? Joel B. Cohen and Charles S. Areni/ University of Florida / Presented by Seung Hyun, Lee

13. Conclusion 1 Affective Processes Cognitive Processes Attitude Consumer Behavior Joel B. Cohen and Charles S. Areni/ University of Florida / Presented by Seung Hyun, Lee

14. The influence of affect on cognition Attributional Process Consumer’s labeling of the Affective state Attributional process in mood interpretation Subsequent attitudes and behavior Affective stimuli Why does MOOD have a stronger effect on NOVICE than EXPERT? Joel B. Cohen and Charles S. Areni/ University of Florida / Presented by Seung Hyun, Lee

15. The influence of affect on cognition Isen suggests… • The existing mood • - ”maintain” or “repair” • Selective retrieval effects • The Positive mood • -Positive & Negative feedback on problem solving • -Create more broader, inclusive categories Joel B. Cohen and Charles S. Areni/ University of Florida / Presented by Seung Hyun, Lee

16. Conclusion 2 As a marketer… “How mood is manipulated” Advertising Display Events Joel B. Cohen and Charles S. Areni/ University of Florida / Presented by Seung Hyun, Lee

17. The Dynamic model of Affect in C.B. In Michelin Commercial… Concept representation Happy Babies A safe tire Guilt or Anger Idea representation Elaboration interpretation Joel B. Cohen and Charles S. Areni/ University of Florida / Presented by Seung Hyun, Lee

18. The Dynamic model of Affect in C.B. Figure 6.2 Idea representation Concept representation Elaboration interpretation Sensory Input Behavior First Phase Affective Response Third Phase Affective Response Second Phase Affective Response Joel B. Cohen and Charles S. Areni/ University of Florida / Presented by Seung Hyun, Lee

19. The Dynamic model of Affect in C.B. Enjoy these Advertising considering the dynamic model of affective response!! *^^* http://kr.youtube.com/watch?v=-POz8py2GfY